YT公司微信营销策略研究

发布时间：2018-01-13 04:29

本文关键词：YT公司微信营销策略研究　出处：《湘潭大学》2014年硕士论文　论文类型：学位论文

【摘要】：随着移动互联网的飞速发展和智能手机的全民普及,人们的工作、生活随之改变,同时也影响着人类的社会经济活动方式。微信,腾讯公司推出的手机即时通讯软件,在不到三年的时间内注册用户突破6亿,长期占据手机应用下载排行榜的首位,成为了智能手机用户的常驻应用。一些个人和商家,看到微信的迅猛发展带来的商业利益,纷纷利用微信平台开展营销。特别是微信公众平台功能的开放,微信营销迅速得到企业的青睐,它廉价、高效的传播方式,逐渐成为一种热门的网络营销方式。利用微信传播的特性,传统的媒体行业、重复性消费行业在微信上已有不少成功的营销案例,而那些价格相对昂贵、使用寿命较长的耐用消费品如何能够运用微信这一新兴工具开展营销活动成为了一个值得深入研究的课题。本文运用理论与实际分析相结合法、调查研究法,对销售耐用消费品的YT汽车销售服务公司的营销现状进行深入分析,以营销组合理论、4P、4C营销组合策略等为基础,提出了YT公司基于微信服务号的营销组合策略作为公司进行营销形式变革的解决方案,并对实施微信营销的保障措施提出了指导意见。首先,本文介绍了微信营销的相关概念以及营销组合策略的相关理论。其次,本文从产品、价格、渠道、促销等方面,对YT公司营销现状进行了分析,发现公司当前的营销形式在自身服务品牌、营销渠道及客户沟通方面还存在一定的局限性,并分析了公司利用微信进行营销变革的可行性。再次,通过前面的分析,确定了YT公司利用微信进行营销变革的目的和基本思路,并从品牌策略、价格策略、沟通策略和渠道策略四个方面提出了该公司基于微信服务号的营销策略的组合设计意见。最后,提供了一系列的实施微信营销的保障措施。本文的选题是微信营销,国内在这方面的系统研究比较有限,由于各种条件的限制,本文研究还存在很多不足之处。本文以YT汽车销售服务公司为研究对象,对使用微信服务号进行公司服务品牌建设、产品服务推广和客户沟通进行了探索,不仅能为YT公司利用微信进行营销形式的改进提供指导,对其他同类型企业采用微信营销时的策略制定也有一定的参考作用。
[Abstract]:With the rapid development of mobile Internet and the popularity of smart phones, people's work and life have changed, but also affect the way of social and economic activities. WeChat. Tencent's mobile instant messaging software, which has registered more than 600 million users in less than three years, has long topped the list of mobile app downloads. Has become the resident application of smartphone users. Some individuals and businesses, see the rapid development of WeChat business benefits, have to use the WeChat platform to carry out marketing, especially the opening of WeChat public platform function. WeChat marketing quickly got the favor of enterprises, it is cheap, efficient communication mode, gradually become a popular network marketing mode. Using the characteristics of WeChat communication, the traditional media industry. The repetitive consumer sector has had a number of successful marketing cases on WeChat, which are relatively expensive. How to use WeChat as a new tool to carry out marketing activities for durable consumer goods with long service life has become a topic worthy of further study. This paper uses the method of combining theory with practical analysis to investigate and research. This paper analyzes the marketing situation of YT Automobile sales Service Company, which sells durable consumer goods, which is based on the theory of marketing mix, such as the marketing combination strategy of 4PX 4C and so on. Proposed YT company based on WeChat service number of marketing mix strategy as the company to carry out marketing form change solution, and the implementation of WeChat marketing security measures put forward guidance. This paper introduces the related concepts of WeChat marketing and the related theory of marketing combination strategy. Secondly, this paper analyzes the current marketing situation of YT Company from the aspects of product, price, channel, promotion and so on. Found that the current marketing form of the company in its own service brand, marketing channels and customer communication still have some limitations, and analyzed the company using WeChat for marketing reform feasibility. Again. Through the previous analysis, the purpose and basic ideas of YT company to use WeChat to carry out marketing reform, and from the brand strategy, price strategy. Communication strategy and channel strategy four aspects of the company based on WeChat Service account marketing strategy combination design advice. Finally. WeChat marketing provides a series of security measures. The topic of this paper is WeChat marketing, the domestic system in this area is relatively limited, due to the constraints of various conditions. This paper takes YT Automobile sales Service Company as the research object, explores the use of WeChat Service account to build the company's service brand, product service promotion and customer communication. It can not only provide guidance for YT company to use WeChat to improve its marketing form, but also provide some reference for other similar enterprises to use WeChat marketing strategy.
【学位授予单位】：湘潭大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.471

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